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2017 | OriginalPaper | Chapter

Domestic and Global Designs in Hair Care: A Study of Aesthetic Preferences of Indian Users

Authors : Toney Sebastian, Pradeep Yammiyavar, Stevan Jones

Published in: Research into Design for Communities, Volume 2

Publisher: Springer Singapore

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Abstract

A study of domestic and global hair care package graphics was conducted for understanding aesthetic preferences of Indian users. Package graphics of products from domestic and global markets were selected using purposive sampling. The study employed a quantitative Image test, which revealed that the users preferred graphic designs of global brands over domestic brands. User evaluations using Eye Movement Recorder and qualitative interviews were conducted to understand specific elements of the aesthetic preferences, which indicated that presence of logo or ingredient visual with high clarity, and highlighting cap with gold bands or with colours of logo/ingredients have high influence on aesthetic appeal. An improved version of the least accepted design was developed by incorporating the findings and relative user acceptance was assessed. The study revealed that over 80% of users among a base size of 49 preferred the improved design over the original design for ‘beautiful’ and ‘premium’ attributes.

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Metadata
Title
Domestic and Global Designs in Hair Care: A Study of Aesthetic Preferences of Indian Users
Authors
Toney Sebastian
Pradeep Yammiyavar
Stevan Jones
Copyright Year
2017
Publisher
Springer Singapore
Book
Research into Design for Communities, Volume 2

Print ISBN: 978-981-10-3520-3

Electronic ISBN: 978-981-10-3521-0

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-981-10-3521-0_68

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